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Yes, I am outraged at Merck's apparent behavior, and yes, I think this company should be investigated and the top decision-makers of the company who engaged in this apparent scientific cover-up should be held not just financially responsible for the suffering and death these drugs have apparently caused, but even criminally liable for engaging in these actions. This has had two key effects: (1) it has built brand awareness and product awareness in the minds of end users (consumers), who are increasingly taking medications for chronic conditions in increasingly crowded and competitive therapeutic categories—cholesterol management, cardiovascular diseases, asthma, allergy, and other forms of respiratory ailments; and (2) more directly, it has encouraged users to visit their doctors and ask for the product by name.8 million to promote Vioxx to consumers—more than PepsiCo spent to advertise Pepsi or Budweiser spent to advertise its beer, the study said. Sales of those fifty intensively promoted drugs were responsible for almost half the increase in Americans' overall drug spending that year. As other countries move to control prices and sharply limit advertising, the industry increasingly turns to American consumers for its profits.Horn. Where do most doctors turn for medication and dosage information. "The pharmaceutical Advertising Council and the FDA also issued a joint statement addressed to the presidents of advertising and PR agencies nationwide asking them to cooperate with a joint venture anti-fraud and quackery campaign," according to Mark Blumenthal, Executive Director of the American Botanical Council. Innocent Casualties by Elaine Feuer, page 11 Although it is entirely legal for a doctor to use a drug off-label, it is illegal for a drug company to advertise a drug for any purpose other than the one or ones approved by the FDA. But when I'm here today I'm speaking in my private capacity on my own time, and I do not represent the FDA. DR.